Makeup, Meaning & Marketing: What Holme Beauty Gets So Right

05/19/25 • 19 min

In this episode, we explore how a beauty brand built during uncertain times became a masterclass in customer connection and values-driven retail. Join me, Nicole Keleher, as I unpack the story behind Holme Beauty—an independent brand that has redefined what it means to show up for your customers.

From the power of product rituals during lockdown to the evolution of online education, brand storytelling, and inclusive design, Holme Beauty stands out not just for its quality makeup, but for how it communicates, educates, and builds trust with its audience.

You’ll learn how small brands can:

Use personalised consultations to boost conversion
Turn product launches into community events
Create scalable online content that drives loyalty
Communicate with clarity and authenticity—even when things go wrong
Champion diversity and accessibility in meaningful ways

Whether you run a boutique retail business or an online store, this episode is full of practical strategies to elevate your customer experience and grow a brand that truly resonates. Tune in to discover what makes Holme Beauty one to watch—and what you can take from their success to apply in your own business.

Holme Beauty
@holmebeauty | www.holmebeauty.com

Hilary Holmes
@hilaryholmesmakeup | www.linkedin.com/in/hilary-holmes-bb630232

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

You’ll learn how small brands can:

Use personalised consultations to boost conversion
Turn product launches into community events
Create scalable online content that drives loyalty
Communicate with clarity and authenticity—even when things go wrong
Champion diversity and accessibility in meaningful ways

Holme Beauty
@holmebeauty | www.holmebeauty.com

Hilary Holmes
@hilaryholmesmakeup | www.linkedin.com/in/hilary-holmes-bb630232

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

Previous Episode

The Easy Marketing Wins You Might Be Missing: Bundle for Bigger Sales

Feeling like your customers are hesitating, overwhelmed, or walking away without buying? This episode dives into one of the smartest tools in your retail toolkit: product bundling. Whether you run a boutique, an online store, or a lifestyle brand, bundling can help you increase average order value, reduce decision fatigue, and make the buying process feel effortless.

We’ll explore how to create curated product sets that feel natural, solve problems, and elevate your customer experience without relying on big discounts or clearing out slow stock. You’ll learn practical strategies for pricing, merchandising, and promoting bundles across fashion, homewares, skincare, florals, and more. Plus, we’ll unpack why nearly 60% of customers prefer ready-to-go sets, especially during peak shopping seasons.

From in-store displays to eCommerce layouts, this episode gives you the tools to build bundles that boost sales and turn browsers into buyers. If you’re ready to make shopping easier, more inspiring, and more profitable, this one's for you.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers